When Brands Under Fire Step into the Fracas: Exxon Joins Twitter†

Forrester, July 29, 2008 — Brands joining twitter

It’s no coincidence that brands that are under public scrutiny from customers, competitors, and other social groups start to turn to the most vocal of all –right in the epicenter of dialog.

Twitter is, for better or worse, a global chat room where honest, often vitriolic opinions are shared. With the recent public anointing of online support effort, Comcast Cares in New York Times “Griping Online? Comcast Hears and Talks Back” –it’s easy to see why corporation communications, and PR professionals are ready to embrace the dialog.